Engagement Tactics for B2B Marketing
Brian Haven, an analyst at Forrester Research, describes customer engagement as “the level of
involvement, interaction, intimacy and influence an individual has with a brand over time”. And, the
onus of creating such a committed buyer-product relationship lies with every marketer. It’s no wonder
that driving leads to the website is today rated as one of the top most challenges for any B2B company!
In B2B marketing, every website visitor who visits the corporate website needs to be given personalized
attention, irrespective of whether or not he is going to do business with the company. By personalizing
website content marketers contribute to creating an exponential impact in the minds of website
visitors, which subsequently contributes towards creating long lasting relationships in the future.
Content can be effectively used to drive website visits and for lead nurturing as well. Content that is
shared proactively based on prospect needs will add more value to the lead generation process. By
choosing to showcase relevant content, website visitors will be able to choose from a variety of
content. Personalized content that is used for website engagement includes videos, tutorials, e-books,
newsletters, thought leadership content, case studies, success stories, offerings, landing pages, and so
Display of metrics is a good way to drive traffic to websites. This helps to simultaneously track website
activities of buyers, assess their product awareness levels, and engage with them in a timely manner.
Since metrics such as top pages viewed, recently viewed pages, relating reading links etc. are
projected in almost all web pages it is essential to go beyond traditional web analytics for website
engagement. This would include delivering metrics for latest industry trends and survey results that
will interest the prospective visitor and make him probe further. Metrics data can be an eye-opener
that can identify your weak points in website engagement as well.
Leveraging social media campaigns helps to keep visitors aware of brand name and provides them with
a chance to discuss and share useful links. Social media engagement tactics should involve participative
activities through customized and focussed campaigns that encourage existing customers and
supporters to respond. Socially networked people help spread ‘the’ word and bring in new followers or
responses to shared content and website links. Activities that can be carried out in social media
involves all initiatives taken in the social media sites such as Facebook, LinkedIn, Twitter, PR sites,
blog sites, etc. By keeping social media engagements focussed, you can easily measure success as well.
Following these three main website engagement tactics, B2B marketers can expect to drive warn leads
(lead generation) and nurture (lead nurturing) them on a timely basis.
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